Marketing and Mobile App Success

You might not realize it, but publishing a great app isn't enough in and of itself. Yes, if you want an app to truly go viral, it has to be well-designed. It has to be appealing to a large number of people. It has to be relatively easy to use, and it has to be accessible. But, while all of these factors make it a good app, it doesn't mean that the app is going to be used or shared with others. In fact, you might go as far as to have an app downloaded, and then ran just a single time. True success with a mobile app, in many respects, has to do with your marketing plan.

Apps can be tremendously useful, to be sure. They can be an important part of your overall marketing plan. Like all of the other components to your marketing plan, however, simply creating it doesn't mean it will bring you the customers you want, and it certainly doesn't mean it will bring those customers back again and again.

Create An Iphone App

Decide how the app will be used

The first question you need to think about when developing an app as a part of your marketing strategy is this: "What will people do with this app?" You want to decide how the app should be used. In many ways, this will inform the overall effectiveness of the app. Start with that question, and you'll set the tone for everything that comes next.

Determine the value add

An app has to have real value to the user. Ideally, it will have value on a repeat basis. If your app is opened once and then never used again, it wasn't worth it. The same is probably true if your app is only used once a year or less. An effective app is one that adds value on an ongoing basis.

Fitting it all together

You also need to think about how the app fits into your marketing strategy and your budget. Don't skimp on Development and spend freely on marketing the app, or you'll have tons of users that think your app stinks. Remember, too, that the app itself isn't just a part of a marketing plan - it will have to be marketed, too. If it doesn't get into the hands of your audience, it's not any good to anyone.

There also needs to be some way to continually remind users that the app is there. Getting it on their device or computer isn't enough. They need to remember that it's available. Notifications are one strategy, but just one. You need to find other ways to constantly put your app in the users face and on their consciousness without having to be pushy about it.

Recognize the competition

The average iDevice user downloads around 60 apps. Yours will be only one of those, and that's if you're able to get on their radar. The competition you have from other apps comes on two levels: first, there is the competition in the marketplace with hundreds and thousands of other apps. Then, there is the competition on the screen from all of the other apps that the user has installed.

Make an impact

You want your app, just like any other product you might launch, to really have an impact. You need for it to make an impact so that the app will be downloaded. You also need to avoid the danger of rushing through Development. If the app is full of bugs, or if the user experience isn't as well-developed as it can possibly be, it will ultimately fail. Developing an app just to be the latest center of attention doesn't do nearly as much good as developing an app that will keep your users coming back again and again over the long haul.

Poor Development leads to poor apps, which leads to wasted money. To be sure, poor Development isn't the only cause of a failed app. However, it is one of the most common, as many companies are just anxious to get something out there, even if it's sub-par.

Understanding your metrics

You need to also pay attention to how users are downloading and using your app. Most companies want to look at the number of times an app is downloaded. While that can be a useful metric, it isn't the only one you want to look at. You need to be concerned about repeat users. You need to know how much user appeal an app has, and how much staying power.

Marketing and Mobile App Success